SBA T.H.R.I.V.E. PROGRAM MANAGEMENT
Transforming the U.S. SBA's Executive Training Program
The backstory
SBA T.H.R.I.V.E. Re-Imagined
The U.S. Small Business Administration's (SBA) signature executive training program has helped over 10,000 small business owners generate nearly $1 billion in new financing and secure over $4 billion in government contracts since 2008. In 2022, they partnered with Isom Global Strategies (IGS) to reimagine and relaunch this program for a new generation of entrepreneurs. I was contracted through KN Digital Marketing as a Program Manager and Marketing Director.
I led the initial program redevelopment and rollout phase for T.H.R.I.V.E. (Emerging Leaders Reimagined) from February—August 2022, transforming the program through strategic digital redesign and scaling it from 50 to 68 locations nationwide while maintaining its core mission of empowering small business leaders to become better CEOs and executives.
Why did the SBA bring us on? They needed to:
Modernize their executive training program for post-pandemic delivery
Launch the redesigned program within 3 months of awarding the contract
Preserve the intimacy and effectiveness of in-person executive coaching while scaling nationally
Scale impact from 50 to 68 locations nationwide (cohort sizes of 20 executives each)
Develop systems to support thousands of participants across the country
Create a systematic approach to cohort coach recruitment, training, and development
Create a hybrid learning experience that maintained program quality
Enroll and support over 1,000 small business executives across the country
Design a curriculum that would resonate with high-level business owners
How we jumped in
As the lead program manager and strategic consultant, Kristen was brought in to:
Lead program redesign and rollout strategy
Analyze research from thousands of small business owners
Design curriculum and learning experiences
Recruit, onboard and train 30+ business coaches
Create marketing and promotional materials; oversee digital ad campaigns
Develop the program website and digital assets (focusing on content strategy and design)
Staff project with program coordinator, marketing specialist, and learning design lead
Here’s how we made it happen.
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Surveyed thousands of small business owners to identify critical skill gaps
Analyzed historical program data and success metrics
Interviewed past participants and program directors
Developed hybrid learning model recommendations
Created comprehensive program redesign strategy
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Collaborated with learning designers on curriculum development
Established coaching framework and recruitment criteria
Created program materials and training guides
Designed participant experience journey
Built systems for program delivery and management
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Wrote website copy and marketing materials
Recruited and onboarded 30-50 business coaches
Developed promotional strategy
Created application and selection process
Established program success metrics
The big wins
The reimagined program launched successfully in July 2022, achieving:
On-time launch across 68 locations
Successful onboarding of 30+ professional coaches
Strong participant engagement and satisfaction
Positive feedback from SBA leadership
Foundation for continued program scaling
1,000 small business executives graduating the program after 6 months
My leadership was pivotal because I bridged strategic vision with tactical execution, transforming the SBA's T.H.R.I.V.E. program from a traditional training model to a scalable, digital-first platform.
By creating systematic frameworks that maintained program quality while dramatically expanding reach, I helped enable the SBA to serve over 1,000 CEOs annually, develop consistent coaching protocols across 68 locations, and establish a flexible learning infrastructure that could adapt to evolving entrepreneurial needs.
The resulting program not only preserved its historical success of generating nearly $1 billion in new financing but positioned itself as a cutting-edge resource for a new generation of small business leaders, demonstrating how strategic re-imagination can breathe new life into established government initiatives.
What I enjoyed most
about this project
I loved playing a vital role in redesigning a national training program which included the strategic development of:
Online learning modules and platform customization
In-person, peer learning sessions
Hands-on coaching
SME-led live training sessions
Program graduation requirements such as the presentation of a 3-year Business Plan
I enjoyed developing frameworks that enabled 30+ coaches to effectively serve 1,000+ CEOs nationwide. We created systems flexible enough to accommodate individual coaching and learning styles, while ensuring consistent results.
By providing both strategic systems and hands-on implementation support, we helped SMEs, coaches and small business executives become confident in business development.
The results? Consistent recruitment success while maintaining the program's premium positioning.
After getting to know and support over 1,000 business owners, this experience shaped my current approach to helping thought leaders systematize their sales process while staying true to who they are.
JoAnn Braxton, Director, Office of Entrepreneurial Development, SBA
"Kristen’s strategic leadership was instrumental in transforming our executive training program. Her ability to move quickly while maintaining quality helped us successfully relaunch this vital initiative for America's small business owners."
Looking forward
The program we developed continues supporting executive development nationwide. This project demonstrated how to:
Scale learning & development and coaching impact while maintaining quality
Measure and improve coaching and training effectiveness
Build sustainable executive, SME, and business coaching communities
Leverage technology to enhance human connection